Resource based view of banking website service in creating customer value evidence from vietnamese comercial banks

UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------

Nguyen Xuan Hieu

RESOURCE – BASED VIEW OF BANKING
WEBSITE SERVICE IN CREATING CUSTOMER
VALUE –EVIDENCE FROM VIETNAMESE
COMERCIAL BANKS

ID: 21120004
MASTER OF BUSINESS (Honours)

Ho Chi Minh City – Year 2014


UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------

Nguyen Xuan Hieu

RESOURCE – BASED VIEW OF BANKING
WEBSITE SERVICE IN CREATING CUSTOMER
VALUE –EVIDENCE FROM VIETNAMESE
COMERCIAL BANKS

ID: 21120004
MASTER OF BUSINESS (Honours)
SUPERVISOR: Dr. PHAM NGOC THUY

Ho Chi Minh City – Year 2014


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ACKNOWLEDGEMENT
At the first of my thesis, I would like to thank all people who made this thesis possible and an
unforgettable experience for my studying. Especially, I would like to send my deep thanks to
Dr. Pham Ngoc Thuy - my research supervisor, for her thoughtful guidance and advice,
recommendations from research proposal to thesis report. I really appreciate her patience
during the whole instructing process for me to be able to complete this study despite some
location difficulties.
Besides, I would like to thank my friends include my classmates, my co-workers and others
whom encouraged and support me completed this thesis. Completing this work would have
been all the most difficult were it not for the support and friendship provided by the all of those
members.
Last but not the least; I would like to thank my family. I also wish thank all people who spent
through their time and generous support made this thesis project. I cannot complete this thesis
without all those supports.
October 2014
Ho Chi Minh City, Viet Nam
NGUYEN XUAN HIEU


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ABSTRACT
The banking products and services has developed strongly in recent years, to be delivered to
customers quickly, online, 24 consecutive hours per day and 7 days per week. These services

do not depend on space and time, through electronic distribution channels and internet access
device such as a computer terminal, ATM, POS, telephone, mobile phone ... (e-banking
services).
There are many research that investigated the impact of web site design on users’ behavior or
the web layout effects on consumer behavior in the context of web retail banking. However,
similar studies on banking website in Viet Nam are still limited, this study was expanded by
viewing tools of the banking website as alternative human resources in the provision of
products and services to the market, there is a specific market Vietnam.
The study was carried out with 2 stages, preliminary research to discover, edit and perfect scale
of concepts in study's context of research through surveying 20 clients and professionals. Main
research is done formally through surveys 250 customers who are using banking website in
Vietnam.
The results of the data analysis contributes to the body of knowledge by demonstrating the
above factors are critical in creating customer perceived value in a developing country context.
The implications of the results form is a good basis for providing practical recommendations to
leaders of Vietnamese Banks, and directions for further work.
Key words: Resource – Based view, Customer perceived value, Usability, Article, Database,
Ressposiveness, and Discussion.


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LIST OF TABLE
Table 3.1: Scales used in the questionnaire
Table 4.1: Descriptive Statistics of Sample
Table 4.2: Reliability analysis results
Table 4.3: EFA analysis results for the independent variables after handling
Table 4.4: EFA analysis results for the dependent variable
Table 4.5: Describe the correlation among variable
Table 4.6: Multiple Regressions results of Customer Perceived Value to independent

Table 4.7: Hypotheses Testing Results
Table 4.8: Summary results of the hypotheses


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LIST OF FIGURES
Figure 2.1: Sai Gon Thuong Tin commercial Join Stock Bank
Figure 2.2: Joint stock commercial Bank for Foreign Trade of Vietnam
Figure 2.3: Vietnam Bank for Agriculture and Rural Development
Figure 2.4: Nam A commercial Join Stock Bank
Figure 3.1: Customer use and evaluations of e-banking service value propositions
Figure 3.2: Research process needed to achieve the research objectives.
Figure 4.1: Research model after testing by EFA
Figure 4.2: Multiples Regression Result


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TABLE OF CONTENTS
ACKNOWLEDGEMENT ......................................................................................................................... i
ABSTRACT .............................................................................................................................................. ii
LIST OF TABLE ..................................................................................................................................... iii
LIST OF FIGURES ................................................................................................................................. iv
TABLE OF CONTENTS .......................................................................................................................... v
CHAPTER 1: INTRODUCTION ............................................................................................................. 1
1.1.

Research background ................................................................................................................. 1

1.2.

Problem statement ...................................................................................................................... 2

1.3.

Research objective ...................................................................................................................... 5

1.4.

Research scopes .......................................................................................................................... 5

1.5.

The structure of thesis ................................................................................................................ 6

1.6.

Summary .................................................................................................................................... 7

CHAPTER 2: LITERATURE REVIEW .................................................................................................. 8
2.1.

Theoretical background .............................................................................................................. 8

2.2.

Banking website ......................................................................................................................... 9

2.3.

Some basic characteristics of the website interface in Vietnam .............................................. 11

2.4.

E-banking services ................................................................................................................... 11

2.5.

Service process and value creation in web site banking website services ............................... 12

2.6.

Service contentand value creation in web site banking website services................................. 14

2.7.

Research Model ........................................................................................................................ 17

2.8.

Summary .................................................................................................................................. 18

CHAPTER 3: RESEARCH METHODOLOGY .................................................................................... 20
3.1.

Research process ...................................................................................................................... 20

3.2.

Measurement of variables ........................................................................................................ 21

3.3.

Data source ............................................................................................................................... 25

3.4.

Sampling................................................................................................................................... 26

3.5.

Main survey and Data collection .............................................................................................. 27


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3.5.1.

Exploratory Factor Analysis (EFA) .................................................................................. 27

3.5.2.

Reliability Analysis ........................................................................................................... 28

3.5.3.

Multiple Regression Analysis ............................................................................................ 28

3.6.

Summary .................................................................................................................................. 29

CHAPTER 4: DATA ANALYSIS ......................................................................................................... 30
4.1.

Descriptive Data Analysis ........................................................................................................ 30

4.2.

Measurement Scale Assessment ............................................................................................... 32

4.2.1.

Cronbach Alpha Reliability Analysis ................................................................................ 32

4.2.2.

Exploratory Factor Analysis ............................................................................................. 34

4.3.

Testing relationship of independent factors and dependent factor ........................................... 38

4.4.

Hypotheses Testing .................................................................................................................. 40

4.4.1.

Testing Assumption of multiple Regressions ..................................................................... 40

4.4.2.

Evaluate and test the relevance of the model .................................................................... 41

4.4.3.

Testing hypotheses on the impact of Independent factors on Customer Perceived Value 41

4.4.4.

Regression analysis results ............................................................................................... 46

4.5.

Result Discussion ..................................................................................................................... 46

4.6.

Summary .................................................................................................................................. 48

CHAPTER 5: CONCLUSIONS AND IMPLICATIONS ...................................................................... 49
5.1.

Overview .................................................................................................................................. 49

5.2.

Main Findings........................................................................................................................... 50

5.3.

Managerial Implications ........................................................................................................... 51

5.4.

Contributions of the study ........................................................................................................ 52

5.5.

Limitations of Study and Future Research ............................................................................... 52

REFERENCES............................................................................................................................................
APPENDICES ............................................................................................................................................
APPENDIX 1 ..........................................................................................................................................
APPENDIX 2 ..........................................................................................................................................
APPENDIX 3 ..........................................................................................................................................


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CHAPTER 1: INTRODUCTION
The introduction chapter identifies the research background, present the problem statement, and
introduce the research objectives as well as the scope of research. Furthermore, the research
implication is also outline.
1.1.

Research background

Vietnam Banking System is in the innovation process towards deeper integration, broader to
international financial system area; and gradually implements the standards, and practices as
well as international commitments, especially after Vietnam has joined the World Trade
Organization.
According to the State Bank of Vietnam, at the end of the first quarter of 2014, Vietnam had
48,046,195 bank accounts; 63.17 million ATM cards have been issued (including 61.83 million
domestic cards and 6.72 million international cards); 15.3498 Automatic Teller Machine
(ATM); 137,774 types of equipment including: Point of Service (POS), Electronic Fund
Transfer Point of Service (EFTPOS), Electronic Data Capture (EDC). Vietnam is seen as a
major potential market for the development of electronic banking (e-banking), a financial
product tech.
Since its appeared in Vietnam, online banking service had been round about 10 this year, this
services are increasingly popular, attracting more and more users. According to estimates, until
the end of 2013, the number of people using the Internet Banking service (IB) has increased by
45%. Vietnam Banking Association said so far, 40 banks have announced deployment IB
system at different levels.
Electronic commerce (e-commerce) services has been strong growth in recent years and
become a hot topic in any public workshop on information technology. E-commerce has


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become an inevitable trend of the process of modernization and industrialization. Marketing
theory is increasingly moving towards a “service perspective”, whereby value is understood as
being created by customers and services are posited as resource inputs in the customers’ valuecreation processes (Gro¨nroos, 2006; Vargo and Lusch, 2004, 2008).
Ma Weihua, president of Merchant Bank in China, said: "E-commerce has brought to the
banking industry weapon to remove the restrictions on the banking business previous and
expand the types of new services".E-commerce has become a very important technological
advancement for businesses in changing business practices (Brodie et al., 2007; Gonza´lez et
al., 2008; Lichtenstein and Williamson, 2006). E-commerce created a new form of competition

forced banks to choose the services that customers need, decide the size of the bank branches in
the system and expanded the system interbank payment… Facing requests that the bank has for
many new services: banking services telephone with telephone PIN number, or voice
recognition; banking services by the Internet, the customer’s only need a personal computer
with internet connection, then they can trade with banks directly without having to go to the
bank. That is the form of a new type of banking, electronic banking, also known as e-banking.
The reality in Vietnam also showed the trend of using the electronic services of the bank via the
internet or mobile phones become more popular, and do not miss the opportunity, banks are in
a "race" aggressively to gain market share on their side. "Pie" electronic banking and foreign
banks are interested in and assess the potential is enormous in the context of the growing
economy and the needs of the increasing population.
1.2.

Problem statement

In many developing countries such as Belgium, France, Canada, the value of non-cash
expenses of the population accounts for over 90% of all daily transactions. Meanwhile, in
Vietnam, MasterCard's statistics showed that 97% of transactions are paid in cash and 60% of


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the population do not have bank accounts. The behavior of consumers by cash is a big problem
for banks to deploy online transaction channels in Vietnam.
There are many factors that form the habit of storing and using cash of the Vietnamese human
but the main reason is the economy is still commodity form with small scale of transactions.
Consumers traditionally assess cash means of payment is convenient, easy to store, easy to use,
consistent with the habits and mentality of the majority of individuals and organizations.
On the banking side, the deployment banking websites service requires some initial investment
is relatively large, as well as the ability to maintain continuous investment to have advanced

technology, modern infrastructure, the banks not only need experts but also need the staff with
highly qualified in direct contact with customers must clearly every services of banking
websites to guide the user. Users need to be popular just how convenient transaction and
ensuring safe, know how to handle such incidents have forgotten their password, disclosure of
personal information.
Obviously, most of the banks in Vietnam just stop at providing online services as simple as
money transfers, payment online. And the service at higher levels as links for electronic funds,
transfer via phone numbers, ect only in the big banks with technological strength.
With over 40% of the population uses the Internet, Vietnam is a potential market for
applications of electronic payment instruments integrated application of information
technology in the banking system. Meet the needs and demands of the increasing use of
website banking services is a target of the bank towards Vietnam.
Following Grewal and Levy’s (2007) research call for measuring the impact of web site design
on users’ behavior, this paper elaborates on Vrechopoulos et al.’s (2004) study investigating
web layout effects on consumer behavior in the context of web retail banking. This study was


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expanded by viewing tools of the banking website as alternative human resources in the
provision of products and services to the market, there is a specific market Vietnam.
Although value creation by customers plays a prominent role in e-services, which are
characterized by demanding online customers and intense competition (Pires et al., 2006), but
not all the banks have sufficient resources to develop e-banking technology to bring the value
to their own. In the fiercely competitive environment like the current, technological factors are
the bank put on top to make a difference and the highest increase in utility for its customers. In
fact, not all the banks can make their technology actually become strengths to bring superior
and more modern gadgets to consumers. The difficulty in this playground is to improve the
quality of service process as well as the service content of the e-banking system; here are two
key points that any bank should have the maintenance and development continuously to be able

to put the technology application to the actual, bringing real benefits to consumers.
Durkin et al. (2008, p. 348) underline “the importance for banks to achieve a customer-oriented
balance between face-to-face relationship-managed activity and online enablement and to
understand now this balance varies according to customer and complexity of product”. Adam
and Evagelos (2009) think that most of the available research attempts on the banking website
landscape, employ an exploratory rather than a conclusive research design (e.g. Sohail and
Shanmugham, 2003). For that purpose, a banking website retail store is developed and tested
through a laboratory research setting (Adam and Evagelos, 2009). This study not only looks at
web layout can be understood as service content, but also attaches great importance to the
service process of banking website, because of expected that it is also a very important factor
jammed creating value for customers goods.
In Vietnam, website banking services are still in the stages of development. The commercial
banks have a great deal of improvement. Thus, there is a need to study and understand users


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"build the customer value by identify the factors affecting intention of the customers when they
use website banking".
As a result, there is a necessity to research about the creating customer value of website
banking of Vietnamese commercial banks. The finding of this study can help the managers in
the banking sector offer more suitable strategies in their field in order to make higher
attractiveness with website banking services.
1.3.

Research objective

Specifically the objective of this study is to investigate and validate the service process which
includes elements about usability, privacy and responsiveness and service content includes
elements about discussion, article and database on creating the customers value in the banking

website system of the commercial banks in Vietnam.
The aim of this study is to examine the impact of service content and service process on the
perceptions of value of customers of banking website service in the interaction that “takes place
between the consumer and the web site” (Collier and Bienstock, 2006, p. 264). Besides, this
study also review that process have differences between age groups, gender, career, marital
status and education level or not.
The finding of this research may support some important information for leaders or managers
in doing their strategies in banking industry. Marketers may base on these hypotheses to build
suitable marketing plans for customers in Viet Nam.
1.4.

Research scopes

This study is conducted in Ho Chi Minh City, one of the biggest economic centers of Viet
Nam. The research scopes is the customers who are using the banking website services. The


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result of research in this city, in some level can represent for Viet Nam in general and can be
used as reference for further purposes.
The research will only assess banking website service flow by service process quality and
service content quality creates the customer value. The other factors such as the priority in
choosing the bank, other services in banking… are out of the topic of this research.
1.5.

The structure of thesis

This thesis is organized in five chapters.
Chapter 1 is the introduction chapter, this chapter describes the overview of research

background, research problem, research objective, the scope of research, and structure of thesis
are also present.
Chapter 2 is all about presenting previous research done on the stream of studies related to
banking website service and customer value creation from that. This chapter is concentrates on
explaining each variable in the model, reasons for choosing them to be including in the
research model and making hypothesis.
Chapter 3 introduces research methodology and use to test the research model in previous
session.
Chapter 4 translates data collected from survey, analyses data as well as discusses the result
finding in connection with research model. This chapter explains the empirical part of the
study. This part discusses the method for collecting data used to test the hypothesis, and it
analyses the data received, its reliability, and multiple regression.


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The last chapter, chapter 5 discusses the results and research finding. This chapter concludes
conclusion, implication, and research limitations. Finally, this thesis makes suggestions for
further research on the topic area.
References and appendixes are included in the end of thesis.
1.6.

Summary

The thesis begins by discussing introduce the research background and the importance of
banking website in the commercial banking system. Then report the problem has been
determined to have an overview of banking website in Vietnam. The scope of the study is the
use of customer service banking website of the commercial banks in Vietnam.
We can say the provision of banking services through banking system website will provide a
great opportunity for banks and customers, especially in Vietnam market system where the

internet is growing fast strong.


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CHAPTER 2: LITERATURE REVIEW
Before carrying out the survey about the way the service process quality and service content
quality create the customer value in the banking website system, this chapter provides a
theoretical background about concepts and scale to clarify the conceptual research model and
hypotheses are constructed.
2.1. Theoretical background
Miran et al. (2013) has studied about e-banking service quality is an important antecedent of
customer satisfaction. Nine dimensions of service quality have significant influence on
customer satisfaction. These dimensions include usability, reliability, responsiveness, privacy,
incentives, fulfillment, efficiency, assurance, and empathy. Their findings have pointed out the
important points to help the bank management had more positive view of the effectiveness of ebanking system, from which they will have the strategy and the plan to build focus more on
improving and upgrading the e-banking system.
According to service logic, which Vargo and Lusch (2004, 2008) described as “servicedominant logic” (S-D logic), all businesses are engaged in process-oriented, value-maximising
activities in which customers actively participate in value creation. A central tenet of such
service logic is that value is created when the customer uses the service or a product, regardless
of the time of production (Gro¨nroos, 2006; Vargo and Lusch, 2004, 2008); moreover, such
value is assessed by the customer’s perception of what has been received compared with the
sacrifices made in a given context (Grewal et al., 2003; Zeithaml, 1988; Chen and Dubinsky,
2003; Vargo and Lusch, 2008).
According to the emerging paradigm of “service logic”, value is created when customers use
the services that they are offered as input resources in their value-creation processes. In
accordance with this view, the present study of Johanna (2010) has shown that service content


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and service process as input resources in the production of value. Customers vuale depends on
service process and service content. In service process: security, usability, and responsiveness
were all important to value perceptions. With regard to the first of these, it is of interest that
security continued to be an important factor for value creation, even though the site guarantees
the anonymity of users. It would seem that security remains an issue for web site visitors when
there is risk involved in decision-making of the customers. In service content, discussion
forums might also have been more strongly associated with value than was the content of
articles and the database because the former offers access to knowledge, not only information.
New knowledge is typically generated during such online discussions as experiences, opinions,
and information are exchanged and developed.
If these ideas are applied to value creation in website banking services, service logic posits that
a bank creates value propositions by designing website banking processes and content and that
the customers realise the value in these propositions when they choose and use the services in
question (Sandstro¨m et al., 2008; Gro¨nroos, 2008).
2.2.

Banking website

Banking website is performing banking transactions using the Internet. A bank can create a
secured web environment that allows the customer to view his account information and
monthly statements, transfer money, make online bill payments, download forms and request
customer service. This interface also can allow for automatic payments, bill alerts and records
searching.
Banking website offers almost everything a regular banking transaction offers, with the
exception of depositing checks or cash, closing an account or making any transaction that
requires an in-person signature.


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For an overview of banking website services in Vietnam, we reviewed the web interface of
some bank banking in Vietnam:

Figure 2.1: Sai Gon Thuong Tin

Figure 2.2: Joint stock commercial

commercial Join Stock Bank

Bank for Foreign Trade of Vietnam

Figure 2.3: Vietnam Bank for

Figure 2.4: Nam A commercial Join

Agriculture and Rural Development

Stock Bank


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2.3.

Some basic characteristics of the website interface in Vietnam

First of all, to make it clear that we are talking to a business website rather than other types of
websites and weblogs. Any kind of them has their own principles and a common denominator
and business websites too.

The length of the page: It is not difficult for you to find a Vietnamese website was quite long,
from homepage, the reader have to spend some time to drag the mouse to gain footer of page.
While business website with beautiful interface in the world only spend of 1 and 1.5 times to
drag the mouse in the scrolling homepage.
Color: Websites in Vietnam are using many different colors. The colors are not use in any
principles and best improvisation. The dominant color of the page cannot synchronize with the
color of the logo and brand identity color. Tabs, buttons, menus have the same duties and
functions together can be painted in many different colors.
Using banner ads: Almost any business website is intended for ad placement, even though ...
nothing to advertise. These ads are designed to "blink" to the maximum extent.
Layout: Multiple sites cannot currently do any layout. In other words, the layout does not
follow the any principle, so they making the reader do not know where to look, what to read
before, and the result is "blind", although many things unfold.
2.4.

E-banking services

E-service is becoming an important determinant not only in relation to success or in relation to
failure in e-commerce but also in terms of providing consumers with an online experience that
surpasses mere information flow (Santos, 2003). E-service therefore represents benefitbeyond
the exchange of information made possible by the internet.


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Zeithaml et al. (2002, p. 11) define e-service quality as “the extent to which a web site
facilitates efficient and effective shopping, purchasing, and delivery”. E-banking is bank
services that are provided by means of electronic engineering, customers do not need to go to
the branches of banks that can still perform transactions and capture get their financial
information.E-banking services include internet banking services (through the internet), mobile

banking (through the mobile phone) and information retrieval services Home banking (via
email, phone messages). E-banking services are increasingly utilized by many people to benefit
large and very easy to implement. Simple, just go to the bank's website by using a computer or
smartphone, enter the User ID and password, and then follow the specific instructions on the
screen that the user can use most of the banking services.
2.5.

Service process and value creation in web site banking website services

The term “service process” refers to the way in which a service isdelivered (Parasuraman et al.,
2005; Wolfinbarger and Gilly, 2003). In the case of web site banking, the service process is an
especially important dimension of value creation and assessment because it has a direct impact
on the time and effort required of the customer (Johanna, 2010). If website banking has delayed
in the process of manipulation or complex so, customer will feel uncomfortable and they will
have intend to log out without continue to perform services.
A large variety of dimensions has been suggested in conceptualizing the service process of web
sites (Johanna, 2010). These have included privacy (Parasuraman et al., 2005; Wolfinbarger
and Gilly, 2003); web site design (Wolfinbarger and Gilly, 2003); site availability and
functionality (Bauer et al., 2005; Parasuraman et al., 2005); and responsiveness (Bauer et al.,
2005; Parasuraman et al., 2005). Johanna (2010) summarised such process-related factors in
consumer portals as usability, privacy, and responsiveness.


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Usability reflects the ease of navigation in which the site contains functions that help customers
find what they need and allows them to move easily and quickly through the pages (Miran and
Rasha, 2013).Usability is a measure of the ability of a product to serve the goals of the user. A
number of factors are used to evaluate the usability of a product can be easy to use features,
unified image, and a web development process clear. The usability test is a method used to

check the products when making their behavior on websites easily or not. Checking the
availability of a web page to help webmasters optimize their websites more friendly to
customers thereby providing the user provide the utility in accordance with their goals. The
following hypothesis is therefore proposed:
H1.

The usability of website banking has a positive relationship with the valuethat is

realized.
Risks with e-Banking transactions mainly steal personal information, passwords and phishing
accounts to transfer money to any deliberate other account. Security for transactions over the
Internet is increasingly focused on strengthening the banking service provider. The high
privacy will contribute significantly to reducing risk in transactions through the Internet.
Privacy refers to degree to which customers believe the site is safe from intrusion and personal
information is protected (Miran and Rasha, 2013). In the case of a web site, the privacy is an
especially important dimension of value creation and assessment because it has a direct impact
on the trust of the customer; indeed, poor functionality of security of a web site can cause
customers to leave the site abruptly without realising any value. Thus, the higher the of the
privacy will increasing customer perceived value. The following hypothesis is therefore
proposed:
H2.

The privacy of website banking has a positive relationship with the valuethat is realized.


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For customers using online services, the support of vendor is always an issue they care.
Especial for banking services, the occurrence of incidents would be very easy to cause serious
consequences, which is usually detrimental to the user, so the timely support from vendors is

always a concern of customers. It has a direct impact on the time and effort required of the
customer; the poor responsiveness of a web site can cause customers to leave the site abruptly
without realising any value. Responsiveness refers to the willingness to help customers and
provide prompt service (Miran and Rasha, 2013). The following hypothesis is therefore
proposed:
H3.

The responsiveness of website banking has a positive relationship with the valuethat is

realized.
2.6.

Service contentand value creation in web site banking website services

The “service content” of a web site represents the technical quality of the service (or “what” the
customer gets), rather than the process quality of the service (Gro¨nroos, 1984). The prevailing
interest in services management has tended to be on process factors, rather than content factors
(Fassnacht and Koese, 2006; Woodall, 2001). According to Buttle (1996), this focus has
perhaps been due to the emphasis placed on process dimensions by the well-known and widely
used SERVQUAL model (Parasuraman et al., 1985, 1988).
As mentioned, this study focused on examining the quality service content and service process
of value creation in service systems of electronic banking services.Despite the prevailing
emphasis on process, it is essential to measure the service content in assessing value creation in
web sites. Content is expected to be the most important factor in determining customers’
evaluations of pure online services because it forms the essence of what web site customers
receive (Johanna, 2010); indeed, there is empirical evidence that content is the most important
factor for customers of information-oriented web sites (as opposed to transactional web sites)


15

(Mithas et al., 2006/2007). In a similar vein, Liu et al. (2009) have contended that information
quality and breadth is the most important aspect of overall service quality for both consumer
and business portals, and Swaid and Wigand (2009) have reported that the usefulness and
quality of web site content is an important determinant of assessments of service in e-retailing.
Other studies to have emphasized the importance of content include: Chen and Hitt (2002),
who found that product line breadth and quality influenced the retention of online retail
brokerage customers; Chen and Corkindale (2008), who reported that content quality
determined the usefulness of online news services to customers; and Choi et al. (2008), who
suggested that service content in mobile phone services (in terms of quality and availability) is
a significant factor in customer evaluations of such services.
Service content was measured separately for each of the three core services (articles, database,
and discussion forums) because individual services can be evaluated differently; (Carman,
1990; Swaid and Wigand, 2009; Van Riel et al., 2001).Thus says the service content can be
constructed as an important aspect in creating value for the customer. However, the content
elements of a website of bank are the determining factors to the value of quality of e-banking or
not, still need to be investigated more thoroughly. Johanna (2010) also used elements related
articles, databases, and discussion forums to conduct research on the impact of service content
in the creation of valuable of e-services.
The update of the article on a website is considered as a form of marketing right on the bank's
website. A website is said to be effective with customers is a website fully meet the information
needs of the client wishes at all times and every page of the website. Content products,
services, and information about events, promotions, and layout should be arranged in multiple
pages to always attract the attention of customers. Articles have to accuracy, relevance,
usefulness, and information being up-to-date (Aladwani and Palvia, 2002; Yang et al., 2005).
Follow the basis of information above, the following hypothesis is:


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H4.

The articles in website banking have a positive relationship with the value that is

realized.
System data bank includes 2 arrays, the internal data and data vendors, internal data is all
information about customers, about the past issues that collected by the bank as : customer
information, network, system .... second data bank is the information provided by the partners,
this is the information which bank use to provice service for customer such as data networks of
other banks, data from the electric companies, telecommunications, water supply, televition
cable, finance companies, etc.
The database is a collection of data to be sorted, organized to counter, exploitation,
management and updating via electronic means. The accuracy of database system, brevity will
help reduce transaction time, contribute to business performance in electronic banking
transactions. So the hypothetical be given study are:
H5.

The database of website banking has a positive relationship with the value that is

realized.
Discussion forum as a tool to help the bank improve treatment results service quality of ebanking systems. Through the discussion forum, administrators and counselors will support to
answer the questions for customers, receive recommendations from clients to consolidate and
improve service quality for e-banking system. At the same time, through the discussion forum,
the marketing apartment of the bank is also utilized to improve the image and marketing of
products and services to new customers, this is done through the good comment of the
customers, who are using the e-banking system. Thus, if the bank can build a good discussion
forum, support customer as well as ensuring the quality of the information posted on the forum
will have a positive impact on the value of bank services general and e-banking in particular,
the theory is given to the study:

17

H6.

The Discussion forum of website banking has a positive relationship with the value that

is realized.
LIST OF HYPOTHESES
Hypothesis
H1

H2

H3

H4

H5

H6

2.7.

Statement of Hypothesis
The usability of website banking has a positive relationship with the value
that is realized.
The privacy of website banking has a positive relationship with the value that
is realized.
The responsiveness of website banking has a positive relationship with the

value that is realized.
The articles in website banking have a positive relationship with the value
that is realized.
The database of website banking has a positive relationship with the value
that is realized.
The Discussion forum of website banking has a positive relationship with the
value that is realized.

Research Model

From the arguments of research problem, Objectives, and hypotheses, the paper will develop
follow the model: